A group of advertising trade bodies have developed a new label to help marketers display their data transparency and clean up their data footprint where necessary.

The new data transparency label is based on the traffic light system used on food packaging and shows levels of vital information such as source, collection, segmentation criteria, recency and cleansing specifics.

It has been designed by IAB Tech Lab with the ANA’s Data Marketing and Analytics (DMA) division, the Coalition for Innovative Media Measurement (CIMM) and the Advertising Research Foundation (ARF).

Unveiled during Advertising Week New York, the label aims to help “responsible marketers” use audience data well. A centralised database will house the label information and archive it for comparison purposes in the future.

Dennis Buchheim, senior vice president and general manager of the IAB Tech Lab, said: “As a whole, these initiatives provide a foundation to support digital marketing’s ongoing role in funding content and services.”